A Catholic Way to Specialize in Fundraising

Fundraisers tend to categorize themselves to a particular activity. For example, a direct marketing fundraiser specializes in mailings. A campaign fundraiser focuses on mass appeals. High-net-worth individuals are targets for a major donor fundraiser, while a trust fundraiser submits grant applications.

These are just a few specializations you can have when fundraising. If you look closely, you will notice that each one also ties in with a particular type of donation. A campaign fundraiser specializes in one-off/fixed-term gifts. A major donor fundraiser only looks to receive large donations. Meanwhile, a trust fundraiser just applies for grants.

I tried to find my specialty for about a year. I could never put my finger on it. In truth, I found the idea of segmenting myself challenging. I felt that by doing so, I would box myself into attracting one kind of donation. My purpose was to raise as much money as possible, so I could ignite my organization’s mission: not to segment myself and my mission.

“And I tell you, ask and you will receive; seek and you will find; knock and the door will be opened to you.” – Luke 11:9

Fuelled by a different perspective, I developed a way to specialize my fundraising that focused on the mission rather than on a donation type. Contrary to the way fundraisers usually compartmentalize themselves, I don’t limit myself to one type of gift.

Instead, I focus entirely on my mission because my Dream List allows me to do so. My Dream List divides into six categories, each of which represents an important factor of my mission. I explain what the six categories are below, but, in short, each contains the names of people who can move my mission to the next level. Each person on my list is, in fact, so influential that I would still see tremendous results, even if I could only attract five of them.

The 6 Dream List categories are:

1. Spiritual Leaders – Prayer is the fundamental driver for everything your organization thinks, says and does. As a result, you should identify the individuals or groups who can pray for your work. I recommend you develop personal relationships with them.

2. Specialists – These experts have the personal experience of overcoming obstacles and finding the necessary resources. Fundraising is not about finding money. It’s about connecting with the right people who can lead you in the right direction.

3. Connectors – Connectors have relationships with other individuals and groups that you’d like to get to meet and know (e.g. other people on your Dream List). Engaging with connectors requires a high level of care and attentiveness because you never know who knows who.

4. Volunteers – You are dependent on a core group of people who are willing to go the extra mile for you. They may not have the same funds or connections as other people, but what they do have are time and resources (e.g. venues, cars, material, facilities) which they can generously share with you.

5. Significant Donors – Money provides fuel for your Catholic organization, but only when it’s balanced with the other four categories that I’ve listed. When drawing up your list of significant donors, identify those you wish to develop a relationship with because they can provide substantial financial support to move you forward. You can include individuals, organizations, trusts or institutions.

6. Faithful Supporters – This category is different from the others because rather than listing names of individuals, you identify who your ideal fan is. If you look at your current donors, you will find common interests and characteristics. By determining your ‘ideal fan’, you can focus on how to find more faithful supporters.

Your Dream List should grow to contain the names of around 100 people: a manageable number which you can start with and increase if you want. Making this list may take some time, but, as you begin to identify these people, you can start building relationships with them.

You can also fundraise with more passion because (1) you aren’t only hunting for a particular type of donation, and (2) you know who you want as a donor. Yes, by being specific about your desired donors, you can be much more successful.

The goal, then, is not to ask these people immediately donate or become involved in your organization. The first step is to make sure each is a right fit. I recommend, as I always do that you build the relationship. It’s through learning who the person is that you will carry your Catholic organization forward together.

Conclusion

In conclusion, it’s very rare that God places a lump sum in front of us, but it’s common that He puts the right person in front of us. We just have to have faith, while also keeping our eyes and ears open.

When I started using a Dream List, I saw two outstanding results. Firstly, I was more aligned with my mission. Secondly, I was building the relationships that would move my mission forward in the long-term.

How you segment your 100 people is up to you. You may want to divide each category into 20 people at first, then adjust as you move along. The important thing is to get the names down on paper and start building relationships.

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Discussion Question: What is one way you demonstrate your value to people? Leave your comment below.

What a Catholic Fundraiser Should Do Each Week

“Human virtues acquired by education, by deliberate acts and by a perseverance ever-renewed in repeated efforts, are purified and elevated by divine grace.” – CCC 1810

Most people have no idea about what the job of a fundraiser actually entails. If you ask the average person “what does a fundraiser do?’, you will get the response: “they raise funds.” If you ask, “how does a fundraiser raise funds?”, the answer will be: “they ask people for money.” If you dig deeper and ask, “how do they ask people for money?”, you will likely get a blank stare.

So what does a fundraiser do? When I first got started, I was told to identify people (prospects), contact them to arrange a meeting and then, on meeting, to ask them for money. A straightforward method, no?

In reality, I just ended up having a lot of uncomfortable conversations. Sometimes the “prospect” had no money to give. Worse still, their spouse had just passed away. Talk about an awkward moment! Sometimes, I found myself in colorful, even hostile interchanges. I would ask myself “how on earth did this person even get on the list?”

It seemed that for all the positive meetings, there were just as many negative ones which was exhausting. I needed a way to ask the right people for the right amount of money at just the right moment?

Five years later, I have refined this process into ten tasks which I carry out weekly:

1. Pray each day (e.g. Divine Office, Mass, Rosary)

2. Thank X people (gratitude is essential)

3. Contact X people to say hello/give an update (reach everyone in your community at least once a month)

4. Organize meetings with X people on your Dream List*

5. Organize X simple 1-to-1 catch-up meetings

6. Increase your community (add to contact list) by X people

7. Update and clean your contact database

8. Distribute free content about your organization to X people

9. Attend X events outside your organization

10. Ask X people to donate or increase their donations

The ‘X’ symbol indicates a target number. As my regular readers will know, I work best when my fundraising is measurable. If you don’t reach your weekly goal for a specific task, that’s okay. Simply reflect on why and make a plan to improve the following week.

Focus on the number of meetings, events etc. but worry less about having a weekly income aim. This is because it is it is hard to control short-term monetary objectives. By aiming to accomplish these 10 tasks consistently for 52 weeks, I have found myself meeting the right people at the right time for raising my yearly fundraising target.

I also mentioned a ‘Dream List’. This is a list of 100 people who would make a significant difference to the success of your organization either via funds, resources, connections or guidance. If you can get even five of these highly-influential people to actively contribute in one year you have a great ‘Dream List’.

For more details, here is an article I wrote on How to Write Your Own Dream List

Why just five? Well, first, it’s quite challenging to capture these people’s attention as they are likely already involved in helping society through other projects. Second, even if just one person becomes active, they can bring tremendous opportunities for your organization, hence the ‘dream’ factor!

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Discussion question: What is your most important weekly fundraising task?

photo: https://pixabay.com/en/office-startup-business-home-office-594132/